The top tweeted TV of 2015
Kanye West’s excessive swearing, Kim Kardashian’s awkward selfie with Ant and Dec and Madonna’s fall on stage all contributed to the Brit Awards 2015 becoming the most tweeted about UK TV show of the year.
According to the first year of data from Kantar Twitter TV Ratings (KTTR), which launched in October 2014 and tracks more than 30 channels in the UK, the event generated 2.01 million tweets – 24% more than the next most tweeted about show: the Eurovision Song Contest 2015, with 1.63 million tweets.
The 2014 MTV Europe Music Awards and last year’s Children in Need also rank highly in terms of tweets, illustrating how powerful one-off events can be at driving engagement. It also demonstrates how effective brands’ advertising can be if it succeeds in harnessing this interest with synchronised TV and social media campaigns.
“There is a lot of Twitter activity around TV. There are around 15 million active Twitter users in the UK and this study shows that just over a third tweeted about TV, so there’s no doubt that TV is a big influencer of people’s tweeting [habits],” says Nick Burfitt, global director of Kantar Media’s audience measurement unit.
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Article appears in December Edition of Marketing Week.